Off-White Leans Into Digital Fashion Shows With the Creation of ‘Imaginary TV’ for Spring 2021

Gregory P. Daily
A look from the Off-White Spring 2021 collection. 

A look from the Off-White Spring 2021 collection. 

Migrating to all-digital fashion shows might be throwing some designers for a loop, but not Virgil Abloh. The designer behind Off-White leaned harder than ever into the online-only format with his Spring 2021 collection, for which he created a platform called “Imaginary TV.”

The platform, which launched as a microsite of the Off-White official website, premiered on Tuesday, where it played a video putting all the clothing in the collection on display, much like a standard runway show. But that wasn’t the only thing viewers could see on the site. It also hosted an interface, like a digital remote control, that visitors could use to toggle between a bunch of different channels, only a couple of which would be easily identifiable as existing to promote a new fashion collection. The others featured artists, athletes and musicians doing tai

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PrettyLittleThing, Shein, ASOS, and the Rise of Ultra-fast Fashion

Gregory P. Daily

This article was published online on February 6, 2021.


Last February, on a sunny afternoon in West Hollywood, two girls with precise eye makeup paused on Melrose Avenue and peered in the windows of a building whose interior was painted a bright, happy pink. Two pink, winged unicorns flanked racks of clothes: ribbed crop tops, snakeskin-print pants, white sleeveless bodysuits. One of the girls tugged on the door, then frowned. It was locked, which was weird. She tugged again. Inside, a broad-chested security guard regarded them impassively from behind a pink security desk.

Erin Cullison, the U.S. public-relations rep for PrettyLittleThing, a fast-fashion brand founded in 2012, watched the girls give up and walk away. She sighed. Although the West Hollywood showroom closely resembles a store, it is not, in fact, a store. It is not open to the public; the clothes on the racks don’t have price

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